has bagged the title sponsorship for the upcoming one day cricket series to be played between India and Australia from September 29 to October 17.
Future Group's association with the game is not for the first time. The group has sponsored the India-South Africa series played in Ireland in June-July this year.
When all other brands decided to end their association with the game after the Indian team's debacle during the World Cup, Future Group instead decided to be part of this game. Its rationale was that the game would undergo massive changes and new stars would be born when small town players make it big at the international level.
Future Group feels that Indians thrive upon movies, television and sports. It intends all-round branding on these fronts.
Kishore Biyani, group CEO, Future Group, said, "Cricket is a passion that binds every Indian together. It is also one of the most powerful communication platforms for brands and companies."
Future Group is looking at massive opportunities for branding. Title sponsorship entitles Future Group to using its own brands, formats and verticals. The group is banking on long term commitment with BCCI for further association with cricket. It is also open to the idea of backing other sports in the country.
The seven match series will commence on September 29, 2007, at Bangalore and end on October 17, 2007, at Mumbai, with Kochi, Hyderabad, Chandigarh, Vadodara and Nagpur in between. The group has spent Rs 10 crore and more for the title sponsorship. The series will be aired on Neo Sports.